Health Care Marketing

H Edu 4310

Cultural Traditions

Thanksgiving Typical family foods Typical family trips Dental practices Cures for colds, flu

What is marketing?

Exchange

Constituency

Two or more parties have unsatisfied needs

Value

Successful situations

Health programs are responsive to the needs of the population.

The relationship serves the interests of all.

Health care programs are developed to attract specific segments

Successful situations

Health care programs are not designed for prestige or because of the latest technology.

The marketing concept permeates the organization.

Health care programs evaluate all aspects of its services in evaluating old and designing new programs.

Successful situations

Health care programs recognize the impact of price, everything the potential user must go through to avail himself of the service, promotion, communication, education, and motivation

This is called the marketing mix or the 4 Ps of marketing:

Product, Price, Place, and Promotion

Evolution of marketing

Product emphasis

Sales approach

Marketing or client approach

Market

Person or group of people who have resources they want to exchange or might want to exchange for a benefit.

Health care market

Publics

Stakeholders

Demand

Negative

No demand

Latent

Falling

Irregular

Full

Overfull

Unwholesome

Marketing

Meeting needs and wants

Marketing

Understand the customer

Understand the competition

Coordinate company resources

Long-term focus

Profitability

Corporate needs

1. Growth versus consolidation

Growth...

Products

Markets

Existing New

New

MarketPenetration

ProductDevelopment

MarketDevelopment

Diversification orTotal innovation

new

existing

existing

new

Consolidation

Divestment

Pruning

Retrenchment

Harvesting

Corporate needs

2. Determining strategy

Market growth rate

Relative market share

An example….

High

Med

Low

High Med Low

Mark

et

Att

ract

iven

ess

Business Strength

Premium Selective Protectrefocus

Restruc-ture

HarvestorDivest

PrimeChallenge

Opportun-istic

Opportun-istic

An example….

High

Med

Low

High Med Low

Mark

et

Att

ract

iven

ess

Business Strength

Corporate needs

3. Analyze the competition

Existing competitors

New entrants

Threat of substitution

Strategy and planning

Corporate goals

Identify a target market

Develop a marketing plan

Marketing plan

Executive summary Situation analysis Objectives and goals Action plans Budget Evaluation

Some examples...

Coca-cola

Star Wars

International Bloopers

Situation Analysis: Internal

Marketing specific issues Marketing resources Financial resources Human resources Senior management support Political factors

SWOT Analysis

S = strengths W = weaknesses O = opportunities T = threats

Questions to ask

What changes and trends are taking place?

How will these affect us? What opportunities do they bring? What are the barriers to entry?

Other ideas…

Product-based Market-based Cost-based

Practice SWOT analysis